Wrigley pulls Alert caffeinated gum

Wrigley will pull a caffeinated gum on the heels of an investigation announcement by the Food and Drug Administration, the company said Wednesday.

Casey Keller, Wrigley's North American president said in a statement that the Chicago-based gum giant has "paused production, sales and marketing of Alert," a caffeinated product launched just last month, in an effort to "give the FDA time to develop a new regulatory framework for the addition of caffeine to food and drinks.

Last week, the FDA announced an investigation into what effect additional caffeine consumption may have on children.

"After discussions with the FDA, we have a greater appreciation for its concern about the proliferation of caffeine in the nation’s food supply," Keller said. "There is a need for changes in the regulatory framework to better guide the consumers and the industry about the appropriate level and use of caffeinated products."

The world's largest gum manufacturer has underscored that Alert exceeds all guidelines for disclosure and that consumers wouldn't be buying the product by mistake. Alert was merchandised away from gum and candy, alongside products including 5-Hour Energy Shots.

Aimed at consumers age 25-49, Alert also carried a higher price tag, $2.99 for an 8-piece package, compared with $1.19 to $1.49 for a 15-piece pack of Extra, Orbit or 5.

Wrigley's foray into caffeinated gum was seen as an effort to broaden its core market. The gum segment has contracted in the United States since the recession, as teens, gum's most-loyal purchasers, spend their disposable income on other products.

The declines have been a particular headache for Deerfield-based Mondelez International, which said Tuesday that gum sales declined "in the high teens," during the most recent quarter. Mondelez CEO Irene Rosenfeld said the company doesn't expect a turnaround this year. Mondelez makes Trident and other gums.